Summer Like You Mean It

ROLE: CCO, Creative Lead, Creative Director.

BRIEF: Create a summer campaign that breaks down common misconceptions and shows the world the real, authentic and unknown Abu Dhabi, whilst offering holiday makers a fresh and different kind of summer break to the sea of typical beach holiday vacations.

CHALLENGE: Abu Dhabi is NOT a summer destination. It’s hot, spread out, and very low on people’s consideration list for a vacation. Reaching the doers and the relaxers and breaking down negative connotations.

IDEA: ‘Summer, Like You Mean It’ - offering the world a COMPLETELY new perspective on Abu Dhabi and the endless unknown activities it holds in store. Target (and re-target) potential holiday makers with an exciting and unexpected hero campaign and cohesive ecosystem of exciting social first campaign content in 4 key pillars of focus categorized as “Never Bored,” “Uncovering Abu Dhabi,” “Attainable Aspiration,” and “Family Fun,”

EXPRESSION: Brand Strategy, Tagline and meaning, Film, Social First Content, Photography, Design, Tone Of Voice, Interactive digital.

RESULT: AD government saw an incremental 15% + rise in summer traffic and consumer spending across their key summer tourism locations compared to previous years. Over 100 Million social media impressions, over 40 million video views and tens of millions of social media and earned engagements. Outperformed owned social channels performance by over 10x the normal engagements (TikTok & Instagram)